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Tag: Lowe Lintas

  • Rediffusion onboards Tathagat Jena as branch head, Delhi

    Rediffusion onboards Tathagat Jena as branch head, Delhi

    Mumbai: Ad agency Rediffusion has announced the appointment of Tathagat Jena as the head of its Delhi branch. Jena moves from the Chinese smartphone company Transsion as CMO of Infinix mobiles.

    Jena comes with over two decades of experience in brand management. He was previously associated with Samsung India where he led the marketing team for the smartphone division for nine years. Prior to that, he worked in executive roles with ad agencies like Lowe Lintas, Ogilvy & Leo Burnett, and retail brand Lladro.

    “At a time when clients are increasingly seeking ‘marketing partnerships’ from their communication agencies, Rediffusion aims to offer the complete suite of digital-first solutions & demonstrate capabilities beyond just communications,” Jena said. “Along the way, I hope to have some fun co-creating success stories that Rediffusion is famous for.”

    Welcoming Jena on board, Rediffusion’s joint president Navonil Chatterjee said, “In Tatha we have a good combo of a good agency man and a matured client hand, especially one who has worked in a highly competitive category like mobile handsets. He will now bring all those learnings to Rediffusion Delhi. For us Delhi was one of our most important geographies with Maruti, Airtel, Pepsi all being our clients born in that office. Tatha is tasked to bring back the effervescence to the Delhi office. We have signed up some very interesting and live-wire businesses in Delhi and we look forward to a big Rediffusion operation in India’s capital city in the days to come. Delhi is a big priority for us going forward.”

  • Cannes Lions Day 2: Indian agencies win eight more metals

    Mumbai: Outdoing its seven Lions haul on day one of the Cannes Lions International Festival of Creativity 2021, Indian agencies clinched eight metals on day two, bringing the country’s overall tally to 15.

    The eight metals won include one Gold, four Silver and two Bronze Lions, with DDB Mudra Group’s ‘Project Free Period’ campaign for Stayfree bagging India’s second Gold Lion at this year’s fest. The campaign won the metal in Creative Strategy category under the audience insight sub-category.

    Dentsu Webchutney’s The eight-bit journo for Vice Media bagged two Silver Lions and one Bronze Lion in Direct Lions, Creative Strategy Lions and Direct Lions, respectively.

    Continuing its winning spree on day two, FCB India brought home a Silver Lion for Mumbai Police’s Punishing Signal in the PR category and Not-for-profit / Charity / Government subcategory. With this latest win, the agency leads India’s tally with six metals.

    Ogilvy Mumbai bagged a Silver Lion for Dove #StopTheBeautyTest campaign in the Creative Strategy category under FMCG. Ogilvy Mumbai’s #NotJustACadburyAd campaign for Mondelez also won a Bronze Lion in Creative Data under Data-Driven targeting category.

    Lowe Lintas’ Bronze Lion win for its HUL’s Lifebuoy ‘H for Handwashing’ campaign in Media under Excellence in Media Execution sub-category rounded off day two’s haul for India.

    Tuesday’s wins were in the Creative Data, Creative Strategy, Direct, Media and PR categories. Here’s a look at the winning campaigns on day two of Cannes Lions 2021:

     DDB Mudra Group’s ‘Project Free Period’ campaign for Stayfree

    DDB Mudra Group’s campaign showcases how women in the sex trade actually look forward to periods as a welcome pause and time off from their regular work, in contrast to the opinions usually expressed by women during periods. The campaign #ProjectFreePeriod in collaboration with Stayfree India, attempts to change the conversation around two of India’s biggest taboos- periods and prostitution by reaching out to commercial sex workers in the country and helping them step out of the trade, by equipping them with other skills, one period at a time.

     Dentsu Webchutney’s The 8-bit journo for Vice Media

    This unique campaign was launched in 2019 when the people of Jammu & Kashmir were facing a communications blackout. Mobile networks and more importantly, internet access had been severely curtailed following the revocation of Article 370 by the government. Due to which, the average person who stayed updated through these channels, couldn’t. As SMS services resumed, the campaign combined decades-old technology and launched the world’s first teletext news portal: The 8-Bit Journo. Relevant news stories that came out in the last 4 months were recreated and sent out as text messages to lakhs of Kashmiris, thus connecting a generation of internet users, without the internet.

      FCB India’s The Punishing Signal for Mumbai Police

    Through this brilliant campaign, Mumbai Police and FCB Interface collaborated to teach Mumbai’s reckless honkers a lesson. They transformed a passive street signal into a Punishing Signal – one that taught Mumbaikars ‘how to #HonkResponsibly’.

     Ogilvy Mumbai #StopTheBeautyTest campaign for Dove

    This film by Ogilvy captures what Indian women go through during a typical arranged marriage matchmaking setup. It highlights society’s fixation with certain beauty ideals, wherein anyone falling short of those standards are made to feel rejected or

    undesirable. The film questions ‘How much beauty is enough?’and exhorts us to ‘Stop The Beauty Test’.

    Ogilvy Mumbai’s #NotJustACadburyAd campaign for Mondelez

    Here’s how Ogilvy made a Cadbury ad also an ad for hundreds of small local businesses across the country through this much talked about campaign for Mondelez. Which’s the reason they called it ‘Not Just A Cadbury Ad’.

     Lowe Lintas’ ‘H for Hand Washing’ for HUL’s Lifebuoy

  • Sun Pharma’s Revital H salutes the ‘Farzdaar Rozedaar’ this Ramadan

    Sun Pharma’s Revital H salutes the ‘Farzdaar Rozedaar’ this Ramadan

    MUMBAI: Sun Pharma Consumer Healthcare, a division of Sun Pharmaceutical Industries, has launched a new campaign for Ramadan, that salutes the Farzdaar Rozedaar.

    In this new campaign conceptualised by Lowe Lintas Mumbai, Revital H shares an ode to those who find the physical strength to fulfil their duties in the holy month of Ramadan.

    Muslims fast the entire duration of Ramadan and fasting is tough, especially for people whose occupation involves intense physical activity. This campaign salutes the determination and faith of the rozedaars across the country.

    Sun Pharma consumer healthcare business head Vidhi Shanghvi said, “Revital H is proud to be the trusted energy partner for the devout rozedaar. The campaign salutes the faith of all rozedaar across the country that allows them to carry on their daily lives while fasting. We are also proud to facilitate a social distanced Zakat for all Muslims, by creating an online platform for donations.”

    Lowe Lintas president Madhu Noorani, said, "When we fast, our energy dips and physical work becomes difficult. In this film, Revital H reinforces the brand’s association with physical energy by celebrating and supporting everyday physical feats of people who keep going tirelessly without letting their work and everyday activities getting affected.”

    Another core principle of Islam is helping others in need and this is heightened during Ramadan as charity lies at the heart of the holy month. In view of the resurgence of the pandemic and lockdowns announced across the country, Revital H wanted to make it easier for Muslims to perform Zakat (charitable giving). Revital H has created an online platform where people can contribute by creating their own Iftar Thali and donate it at a click of a button on www.revitaldonateaplate.com

  • Now, get a report card for the milk you drink

    Now, get a report card for the milk you drink

    NEW DELHI: Milk is the universal health drink of choice, consumed by people belonging to all age groups and strata of society. Over the years, with media exposes on adulterated milk and harmful additives, consumers have become concerned about the purity of the milk they ingest. So when ITC launched Aashirvaad Svasti Select Milk in Kolkata, they came up with a unique proposition – to offer ‘Doodher Report Card’ – a daily quality assurance report of the pack of milk that consumers would buy.

    The unique facility can be availed by simply sending a message to the brand’s WhatsApp number 810-583-5222. To further promote its latest offering, Aashirvaad has launched a new TVC which features popular TV show hostess and actress Rachana Banerjee as the brand ambassador. Through this ad film, Rachna Banerjee has helped put the spotlight on the importance of quality as well as the taste of milk.  

    The campaign has been created by Lowe Lintas, Bangalore and directed by Deepak Thomas of Lucifer Circus . 

    While operating in the traditional dairy segment, Aashirvaad Svasti Select Milk’s TVC campaign has a refreshing take on the critical subject of ensuring milk quality. The TVC is built around the premise of an adorable mother-child banter while discussing children’s academic performance and report cards. Kolkata’s beloved and the brand’s ambassador, Rachna Banerjee is seen playing mother to two sons. At the dining table, while pouring them a glass of milk each, she enquires about their report cards. The brothers immediately exchange a worried glance and attempt to wriggle out of the situation by inquiring where could they get a report card for the milk they are offered every day? To their amazement, Rachna Banerjee pleasantly shows Aashirvaad Svasti Select ‘Doodher Report Card’ on her mobile which takes both kids by surprise. They quietly drink the delicious milk upon seeing the report card, followed by an expression of ‘Mother knows all’. 

    ITC Ltd CEO – dairy and beverages Sanjay Singal said, “The key take-home point in the TVC is the ease with which mothers can now check the daily quality report of Aashirvaad Svasti Select Milk within seconds. We are India’s first milk brand to provide a quality report of milk on a daily basis. The report can be very easily checked on WhatsApp once the consumer sends the batch number of their pack of milk. Rachna Banerjee is a household name in Kolkata with a strong affinity among women. By bringing her onboard, we look forward to inculcating the habit of checking the quality of milk everyday amongst mothers and strengthen the connect with our audience.” 

    Lowe Lintas, South executive director and head of office Sonali Khanna said, "Our task was to clearly communicate a unique message in a simple, yet entertaining manner. Linking Aashirvaad Svasti Select Milk’s Quality Assurance Report with a child's report card was the stroke of genius that delivered both. Great care was taken with scripting and casting, to ensure that the final product appealed to mothers and children alike.” 

  • Dollar Industries adapt to changing consumer trends

    Dollar Industries adapt to changing consumer trends

    Dollar Industries has unveiled a new campaign to promote its existing range of Dollar Bigboss and Dollar Missy.

    The company said that it explores many aspects of self, audaciously embracing and showcasing a collective individuality and shattering of the status quo.

    The Dollar Missy campaign film, featuring Bollywood star Chitrangada Singh contradicts the popular philosophy of women prolonging to dress up, the campaign showcases how Dollar Missy enables today’s Gen Y woman to get ready in a jiffy so that she may seamlessly juggle between her personal, official and social lives.

    The Dollar Bigboss commercial starring Akshay Kumar reveals the actor’s perfect clone effectively devised, failing in one final and most vital test. Unlike the Dollar Bigboss vest worn by Akshay, his clone’s vest gets easily ripped off portraying only the original brand can stand up to the test of advanced strength and durability.

    Developed by Lowe Lintas Kolkata, it reflects the brand’s alacrity to adapt to changing consumer trends and break existing stereotypes when it comes to fashion, both for men and women.

    Both the commercials have been directed by ad film maker, Shiven Surendranath. The campaign has been released on both electronic and online platforms.

    Dollar Industries MD Vinod Kumar Gupta said, “With our decade long association with Akshay Kumar, our brand has witnessed a 3x growth. Coming to Dollar Missy, for women, armed with an enviable range of womenswear, we felt it was time for us to break old-standing beliefs as well. Our festive collection consists of 102 colors to choose from. The leggings cater to various occasions and are a perfect fit for women across various leagues of life.”

    Lowe Lintas regional creative officer Janmenjoy Mohanty said, “Akshay is a brilliant actor who pulls off the film with flying colours. With regards to Missy, the concept was derived from the product itself. These easy-to-slip-on legwear are meant for a wide variety of occasions and uses and lends itself perfectly to the idea that today’s multi-tasking woman is game for #SpeedDressing.”

  • Toppr encourages students to understand, reason, & question for better learning

    Toppr encourages students to understand, reason, & question for better learning

    NEW DELHI: Toppr, a leading player in the edtech space, has rolled out its latest ad campaign, “Better Learning. Better Results.” It puts a strong emphasis on Toppr's complete learning methodology, comprising three key sections: live classes, adaptive practice, and ask doubts, solely aimed at encouraging students to understand, reason and question for better learning outcomes.

    The brand is looking to target the parents who have the final say in subscription of the product. The idea is to get more students and parents to sample the product and increase the subscriptions of the product. The brand is taking on the likes of Byju's, Extramarks, and several others who are aggressively spending across IPL in order to gain a substantial pie of the market. 

    As part of the campaign, Toppr has launched three TVCs of 20 seconds each in Hindi and other languages in collaboration with Lowe Lintas, a leading Indian advertising marketing communications company. These ads highlight how switching from offline coaching to Toppr's online learning platform results in a positive change in the student's results with a better understanding of the subject and ability to answer the questions correctly.

    One of the ad showcases a student and her mother visited by a neighbour. The latter check his report card and questions that what has changed all of a sudden as he was unable to score well in his studies until last year. The mother replies that she has taken him from coaching and put into 'Soching'.

    Toppr CEO & founder Zishaan Hayath said, "Coaching classes are inaccessible to millions of students and by design, they can’t personalise learning for every student. While a handful of better performing students get to learn from better teachers, others don't have access to the same resources, even though they are enrolled in the same coaching class. Toppr eliminates all such discrepancies and personalises learning for every single student. We encourage students to understand, reason and question for better learning. And when students start “soching”, better results become the outcome of a better learning process. We are excited to see what conversations our new TV campaign will drive for our students."

    Lowe Lintas ECD Tasneem Ali said, "Toppr’s three key features, live classes, adaptive practice and ask doubts Anytime help kids to first ace learning. Because only then can exams be aced. This being our guiding philosophy from the very first start, we felt it was time to carry it forward in our advertising. Thus, we came up with the creative expression of Soching Class, to not only bring alive our emphasis on thinking-based learning, but also to encourage parents to shift their kids from one class to another. From a coaching class to a soching class."

    As students switch to online platforms for various learning needs during the lockdown phase, Toppr believes that it is the right time to spread awareness around its offerings among parents, who are considered the most significant decision-makers for their child's learning needs. Moreover, the company has purposely used real-life characters instead of celebrities in their TVCs to make the content more relatable to students and parents, so that they can further spread this among their network, and drive more engagement.

    A report by RedSeer and Omidyar Network India says the coronavirus pandemic has proved to be one of the biggest game-changers for India’s edtech sector. Online education offerings for classes 1 to 12 are projected to increase 6.3 times by 2022, creating a $1.7 billion market.

  • ZEEL partners with leading CPG brands for campaign #BanegiBaatSaathSaath

    ZEEL partners with leading CPG brands for campaign #BanegiBaatSaathSaath

    MUMBAI: Celebrating the spirit of solidarity and the joy of being back, Zee Entertainment Enterprises Ltd (ZEEL) has announced its content comeback via an innovative partnership with leading CPG brands. ZEEL collaborated with leading brands – Nestle Maggi, Amul Lassi, PepsiCo, Red Label, Cadbury Dairy Milk, ITC Dark Fantasy to gear up the nation for the 13 July, the date of its daily content comeback on Zee TV. Four other HSM channels, & TV (HGEC), Zee Marathi, Zee Yuva (MGEC) and Zee Punjabi (PGEC) are also making their daily content comeback on the same day.

    With a massive outdoor teaser campaign, people took to social media channels wondering what the #13thkitTaiyyari was about. The banter between the brands on Twitter left people even more curious on why they should be stocking up for 13 July with many more brands and companies jumping into the fray building up the excitement for the D-Day. ZEEL has again brought together some of India’s most-loved brands in an extraordinary partnership celebrating the coming together of viewers, partners and fresh episodes with the promise, #BanegiBaatSaathSaath.

    The #BanegiBaatSaathSaath promise has been rolled out across media and to all of ZEEL’s partners along with a film, which is an ode to the entire TV industry coming together to entertain its viewers. ZEEL strongly believes that the challenges we all faced in the first half of 2020 are just like a twist in the tale before the interval and when we all rally together we can achieve the impossible and create an extraordinary second half. 

    ZEEL chief consumer officer Prathyusha Agarwal said, “With the resumption of production, we are excited to bring fresh content for our consumers. The last three months have caused a significant stir amongst the mood of the nation. People are increasingly investing time in entertainment to cope with the uncertainty prevailing around. TV has been the greatest common unifier and respite in this lockdown and as content creators, we acknowledge that it is a huge responsibility we carry. For us, understanding the pulse of our consumers and customers and delivering delight is an obsession, which is what we are attempting to do both with this campaign and in crafting all our stories for the second half 2020. The stories we bring will aim to uplift the mood of the nation and provide our viewers respite through all that they are going through. Zee has and will always stand by its viewers and all its partners and is looking forward to holding hands and turning on the light at the end of this tunnel and are confident that we will once again provide valuable experiences to our partners and viewers.”

    ZEEL chief growth officer advertisement revenue Ashish Sehgal said, “With the resurgence of fresh dose of content, we would like to celebrate the spirit of camaraderie with all our stakeholders – cherished viewers and advertisers – to brighten and cheer up with engaging content. Brands will once again have the opportunity to resonate and pave their way into the minds of their consumers in this new environment. At ZEEL, we have not only seamlessly weaved stories for brands with relevant influencers and have been at the forefront in creating an integrated platform-agnostic solution for our advertisers/brands but ensured that they are part of our communication as well. This has led us to partner with our brands in unique ways and create value for them and #13kitaiyyari is another testimony to the power of partnerships, more importantly, brand partners are an integral part of the communication when we are reconnecting with our consumer.” 

    The philosophy of Banegi Baat Saath Saath brought together viewers and partners in a one-of-a-kind initiative where we partnered with six leading brands and asked consumers to stock up and do #13thkiTaiyyari. In partnership with Publicis Worldwide India, the #13thkitaiyyari campaign panned out in two phases. The first phase created intrigue when six leading CPG brands asked people to stock up via billboards in Mumbai and Delhi that led to a high buzz on-ground as well as piqued curiosity on digital as everyone took to social media to figure what 13 July was about. It was later revealed that the brands had partnered with ZEEL asking consumers to stock up as they would serve as a perfect accompaniment to families watching all their favourite shows resuming on ZEEL channels.

    Lowe Lintas CCO Sagar Kapoor said, “We want to reinforce the power of unity and remind everyone that if we come together we can conquer any barrier. The film made for Banegi Baat Saath Saath is a tribute to the industry’s resilience and its commitment to entertain the vast audience it caters to. The message we want to reverberate is that of hope in sight and encourages everyone to rally together to craft a better second half as we come back from the very short interval!”

    Publicis Worldwide India managing director Srija Chatterjee added, “While we were preparing for the big come back Zee TV campaign, we had this germ of an idea, it was all about bringing multiple brands together to co-create cheer and tremendous excitement, as we know that our dear Zee TV viewers are indeed eagerly waiting for their favourite shows to come back with fresh episodes. We developed #13thKiTayyari and this was a testament of true collaboration between the ZEEL team who got in touch with the brands and the Publicis team who delivered this campaign from start to finish in a matter of just three days. This is probably the first time that so many brands were coming together in one campaign.”

    Laqshya Media CEO Atul Shrivastava said, “We are thrilled to partner with ZEEL for their comeback announcement. The power of the outdoor medium with the might of the partner brands and the ZEEL network created a tremendous buzz on-ground around the campaign. The message of solidarity from ZEEL resonates with the partners and viewers alike and we look forward to more fruitful associations through the coming half of the year.”

    A lot of the storylines will come back to induce a sense of positivity and bring back strong heroes that people turn to for companionship. A collective force of 5000+ people have come together to bring 100+ fresh stories, every day in 11 languages, which take inspiration from the consumer sentiment and echo their anticipations.

    While channels like Zee Bangla, Zee Kannada, Zee Sarthak, Zee Keralam, Zee Telugu have already started and are entertaining viewers in regional markets delivering around 100+ hours of content per week, the four HSM channels – Zee TV, &TV, Zee Marathi and Zee Punjabi go live on 13 July. With a strong understanding of the entertainment preferences of the consumer and keeping their evolving needs at the fore, the channels are returning with a diverse mix of content which caters to the entire family.

  • Raj Gupta retires after serving Lowe Lintas for 28 years

    Raj Gupta retires after serving Lowe Lintas for 28 years

    MUMBAI: Ending his 28-year-long stint with Lowe Lintas, CEO Raj Gupta has announced his retirement. His replacement is yet to be announced by the network. 

    Gupta was elevated to the post of CEO in April 2017. Prior to that, he had held leadership positions across departments, including media, digital, strategic planning, channel planning, business development and account management. 

    About his decision to move on from the agency after a glorious stint, Raj Gupta said, “I retired in January 2020. It was an honour to have started my career at Lintas and now to have retired from there, too. It was a privilege to have served as CEO of this great institution. There is a reason for having spent so many years at Lintas; someone is always coming through here with a new adventure, a new discovery, a new idea, it made me fall in love with communications over and over again.”

    He added, “Life is about the people you meet and the things you create with them. I met and worked with many inspiring colleagues who then turned either into mentors or friends. Love you all, love you Lintas so much and I am so proud to have been part of you. Cheers!”

    MullenLowe Lintas Group CCO and chairman Amer Jaleel said, “Raj Gupta ended a long and illustrious career where he played multiple roles and of course ended up being CEO of Lowe Lintas. While a lot is known about Raj and his fantastic contributions to the agency and the industry, there's something he did that is not known at all, and this actually speaks for what Lintas meant to Raj and how forward-facing Raj has been as a professional. Over the last one year of his association with us, Raj actually proposed,  designed, and activated what is possibly the most integrated and comprehensive digital education programme that the industry has seen. As a direct result of Raj's hand in this and because of the role he played in bringing the Lintas Trust's contribution to educating and upgrading the entire Lintas talent force, we are today stronger and a more contemporary strategy and communications company and not just an agency. Hats off to you Raj, Thank You!”

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  • Fastrack collaborates with Ananya Panday for new campaign

    Fastrack collaborates with Ananya Panday for new campaign

    MUMBAI: Motivating everyone to stay fit, Fastrack announced a social message with a series of three videos featuring youth icon Ananya Panday.
    Fastrack’s collaboration with the Bollywood star Ananya Panday has come at a very opportune time. With this video series, the brand aims to engage with their TG, the Gen-Z’s, who are stuck at home with nothing but their own company to enjoy. These 12-second films capture Ananya’s spirit of making the best of every situation with her unique style validating that this is the best time to experiment and be as outrageous as they like, as long as they #StayTheFIn.

    Fastrack marketing head Ayushman Chiranewala said, "Fastrack being India’s iconic youth fashion brand always approaches things in a fresh and interesting manner. With over a month of lockdown while counting more days, our latest #StayTheFIn campaign aims to motivate consumers to stay put, while utilizing the time at home innovatively. Fastrack invites its audience to make the best out of the current situation by exploring what they wish to do to be sane and quirking it up like always even in this scenario. As part of the larger campaign, the brand attempts to ask its target audience to keep behaving responsibly and keep experimenting and Fastrack celebrates this bold spirit".

    Commenting on the idea, Lowe Lintas regional creative officer Puneet Kapoor said, "Fastrack has always been a nimble-footed brand reflecting modern youth codes and pop-culture codes in quirky ways. There’s a bright side to the current lockdown too and we’re seeing a spurt of creative expressions across social media platforms whether it’s culinary, music, dance or the arts. That’s exactly is the point of these ads asking people to find their crazy groove and stay the f*ck indoors."

    The multi-film campaign is live across Fastrack's online platforms.
    https://www.instagram.com/p/B_ccdZtDe95/

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  • ZEEL launches #BreakTheCoronaOutbreak campaign

    ZEEL launches #BreakTheCoronaOutbreak campaign

    MUMBAI: As the government of India takes continued efforts to encourage good hygiene behavior to safeguard people against the Covid-19 pandemic, it is critical that people act proactively and take precautionary measures to protect themselves and their loved ones. Zee Entertainment Enterprises Ltd (ZEEL) has taken a first-of-its-kind initiative – #BreakTheCoronaOutbreak, for the well-being of its audiences.

    Maintaining basic hygiene by washing your hands regularly has been identified as one of the key steps to prevent the spread of the Coronavirus, as per the World Health Organisation guidelines. As per the Association for Professionals in Infection Control and Epidemiology, on an average, humans could touch their face over 23 times in every waking hour and there could be many such other spontaneous contact points. Repeated handwashing is a precautionary measure to prevent the spread of virus. However, awareness alone cannot drive the kind of behaviour change that is required at scale. Taking the initiative to create a unique reminder for its viewers, ZEE has decided to pause the content across its channels with a 30 second break throughout the day. 

    Conceptualised by Lowe Lintas, 'pause' will encourage viewers in a creative manner, to use the break to wash their hands. ZEEL chief consumer officer Prathyusha Agarwal said, “As a responsible national television network which entertains 588 million individuals every week, it is our duty to educate and encourage every citizen to adopt and practice healthy habits to fight this pandemic. While several brands are driving awareness around good hygiene, we believe this initiative to pause content and remind our audience to wash their hands will actually drive behavior. Pausing our content when the audience is most engaged will act as an in-home trigger to wash hands and contribute towards combating the spread of the outbreak.”

    Lowe Lintas COO Sagar Kapoor said, “Having worked on health and hygiene brands for years, my learning is no matter how much we remind people for washing hands, there will always be laggards. Its importance is at a peak in today’s situation. Hence, a straightforward reminder to wash hands with soap.”

    #BreakTheCoronaOutbreak initiative has been rolled out across 40+ channels of the ZEE network, collectively reaching approximately 588 million individuals across the country every week. As a responsible organisation, ZEE aims to support the authorities in their awareness drive against the COVID-19, through a sharp behavioural reminder using its strength as a television network to reach out to the length and breadth of the country.